Abstract
This study aims to examine the direct association between the big five personality traits and customers' online purchase intention. Further, we also explore the mediating role of trust. Data were collected from 278 online customers in Pakistan through a self-administered questionnaire. Partial-least square based structural equation modelling was employed to test the hypotheses. Findings show that the big five personality traits, both directly and through the mediation of trust, influence customers' online purchase intention. The results further reveal that the big five personality traits have a positive and significant impact on the trust of online customers. Another notable finding of this research is that, except for neuroticism, all other personality traits directly effect customers' online purchase intention. The theoretical and practical contributions of this study are also given at the end.
| Original language | English |
|---|---|
| Pages (from-to) | 52-76 |
| Number of pages | 25 |
| Journal | International Journal of Electronic Business |
| Volume | 16 |
| Issue number | 1 |
| DOIs | |
| State | Published - 2021 |
| Externally published | Yes |
Bibliographical note
Publisher Copyright:Copyright © 2021 Inderscience Enterprises Ltd.
Keywords
- Big five personality traits
- E-commerce
- Electronic commerce
- OPI
- Online purchase intention
- Trust
ASJC Scopus subject areas
- General Business, Management and Accounting
- Computer Science Applications